2013 Awards for Excellence

Citation

(2014), "2013 Awards for Excellence", Sport, Business and Management, Vol. 4 No. 1. https://doi.org/10.1108/SBM-03-2014-001

2013 Awards for Excellence

Article Type: 2013 Awards for Excellence From: Sport, Business and Management: An International Journal, Volume 4, Issue 1.

The following article was selected for this year's Outstanding Paper Award for Sport, Business and Management: An International Journal

"Sport sponsorship decision making in a global market: an approach of Analytic Hierarchy Process (AHP)"

Seungbum Lee
University of Akron, Akron, Ohio, USA

Stephen D. Ross
University of Minnesota, Minneapolis, Minnesota, USA

Purpose – The purpose of this study is to identify the decision-making factors of sport sponsorship in the global market context using Analytic Hierarchy Process (AHP).
Design/methodology/approach – To facilitate AHP hierarchy construction, three criteria level factors and a total of 13 sub-criteria level factors were identified though literature review, expert panel review and pilot test. A total of 410 e-mail accounts from global corporate sponsors were contacted three times to request on-line survey participation.
Findings – AHP local weights showed that sport team factors were far more important decisionmaking factors than the country factors and environment factors. AHP global weights showed that media exposure opportunity was the most influential factor followed by sponsorship fit, team image and fan base strength
Originality/value – This study, the first to utilize AHP in sport sponsorship literature, examined sport sponsorship in the global market context by contacting corporate sponsors.

This article originally appeared in Volume 2 No 2,Sport, Business and Management: An International Journal